We often feel cheated when we are forced to pay premium on tickets. It’s sickening to put it mildly because paying in excess of the exact value of a ticket is like being robbed. While some don’t mind as long as they got what they wanted in the end, it still doesn’t make it right. Google wants to put a stop to that, and from January next year the tech giant will start applying stricter measures to curb the activities of some ticket resale sites—scammers among them to be precise.
Any business that deals in resale of events tickets will from January 2018 be guided by stricter restrictions as enforced by Google on its AdWords service. Google will aim to enforce its new set of rules by banning such websites from advertising through its AdWords service. As a matter of fact, the company said companies in the secondary ticketing market will have to be certified as a pre-condition.
Getting Google to certify your line of business comes with a heavy price to pay. First, you must as a matter of importance clearly state at the top of your website that you are a secondary ticket reseller and not the primary provider.
Also, your company name or URL must not indicate or imply that it’s “official” or include the name of any band or real venue. Google also demands that ticket resellers must indicate on their website that the prices are likely higher than the face value. As a matter of fact, resellers will from March 2018 give a breakdown during checkouts, this should also take place before a customer provides payment information. Information should include added amount, tickets and the likes—it’s short of saying that resellers should be transparent in their dealings with customers.
Who needs to be certified and how do you get certified? Google has made it crystal clear that original or primary ticket owners don’t need any form of certification. However, secondary ticket resellers are not only required to get certified, but must meet the following conditions to get certification.
“Businesses that resell event tickets are allowed to advertise through AdWords, but they must first be certified by Google. This certification is required for all ad formats and extensions. If you meet the requirements below, you can apply for certification, starting in January 2018,” Google said.
Certification starts next January, and applicants are expected to provide information about the business they do, and the URL. Once submitted, Google will then review their submission and notify them of the status.
The move will no doubt be hailed by fans and campaign groups who in the past have been at the mercies of secondary ticket resellers. It’s a major boost because it not only reduces the ability of these companies [secondary resellers] from buying ads to advertise their businesses, it protects customers from being scammed.